Study On Influencing Factors Of O2O Sustainable Use In Living Service

Along with the mobile communication technology innovations and consumer payment habits has changed, mobile commerce has become a new trend in e-commerce, the O2 O pattern is the most popular. O2 O is short for Online to Offline,which means a pattern of through wired or wireless Internet providing business information to the user, booking actual goods or services on the Internet, enjoying goods or services to the real shop. It makes the Internet be the offline trading’s reception desk.When O2 O pattern once proposed, medical treatment, beauty industry, marriage,real estate, household, traveling, automobile, education, catering, community, retail,financial industry and so on, they all try to adopt O2 O pattern, investing a lot of money to make a prosperous O2 O industry. We found that many enterprises stimulate the user’s needs by incentives and subsidies, however it makes most of enterprises bankrupt because of capital chain break, unable to finance, poor management and so on. Therefore, O2 O platform’s managers should consider whether blind incentives and subsidies are appropriate and impact on user’s continuance usage intention.At the same time, looking back to the traditional electronic commerce(such as B2 B, B2 C, C2C) development progress, user’s requirement for product quality,service quality become more and more high. If the enterprise can’t meet users’ requirements, it may lost competition advantage. Unique attributes of O2 O pattern make users get not only O2 O platform online service, but also offline service.Therefore, this study suggests the service quality of online and offline have an impact on user’s continuance usage intention. Which one is more remarkable? Through the empirical analysis, this study will put forward the corresponding strategies and suggestions according the results of the study. It provides guidance for O2 O platform’s managers avoid bad management.According to the above two aspects of content, considering that O2 O pattern in different industry have gained different level, this study has chosen take-outapplication platform as the research object. According to the selected topic background, introducing perceived benefits and service quality on the basis of information system continuance usage model. According to the specific attribute of O2 O, perceived service quality can be divided into perceived online service quality and perceived offline service quality perception, satisfaction can be divided into online and offline satisfaction, then we build O2 O platform continuance usage model.The questionnaire survey takes "take-away application platform" as the research object, using descriptive statistics analysis, reliability analysis, validity analysis,correlation analysis, regression analysis and structural equation model method to do empirical analysis.This study send 280 questionnaires, collect 274 questionnaires, including 249 valid questionnaires, use SPSS21.0 and AMOS21.0 statistic analysis software as the tool of data analysis, the final conclusions are as follows:(1) Confirmation has direct positive effect on perceived usefulness.(2) Confirmation has direct positive effect on offline satisfaction.(3) Perceived usefulness has direct positive effect on online satisfaction and offline satisfaction.(4) Perceived benefit has direct positive effect on perceived usefulness.(5) Perceived benefit has direct positive effect on continuance usage intention.(6) Perceived online service quality has direct positive effect on online satisfaction.Perceived offline service quality has direct positive effect on offline satisfaction.(7) Offline satisfaction has direct positive effect on online satisfaction.(8) Online satisfaction has direct positive effect on continuance usage intention.The results show that as long as benefit existence, users are willing to continue using the platform. It has laid a theoretical foundation to help O2 O platform’s managers continue to adopt preferential policies. Despite the current preferential policy effect is obvious, from the platform’s profit this point, this is not a strategy of sustainable development. The study conclusion indicates without the preferentialsubsidies, online service quality and offline service quality also pay an important role on continuance usage intention, so the platform’s manager should overall strategies arrangement in online and offline services beforehand.